The quality of the keyword base generated for a search campaign, which starts with PPC keyword discovery, will strongly impact how well a campaign can perform. The keyword base is the foundation for search advertising campaigns. So it’s important to have a process for reliably building out the keyword base!
We spider the competitor sites identified during our “PPC competitive research” process. We also spider your site and landing pages to extract and filter keywords that go into a “keyword bucket” as shown in the diagram.
While locating direct competitors, we also familiarize ourselves with their products and/or services. We take note of competing advertiser positioning, messaging, offers, and trends.
We then expand the number of keywords discovered using proprietary software tools until we’ve developed a comprehensive keyword base.